Without doubt, A.P.C. is one of the most coveted and coolest brands around. Its minimal branding leaving it down to the eye of a specialist to see the delicate and intricate details which offer the wearer a true sense of refined style. An ad campaign is important to every brand, it should be a manifestation of everything you have aimed to achieve in that collection and is your outward projection to the world. A.P.C. have never failed to display the character of their collections, working with some of the most renowned photographers in the world to produce some of the most subtle campaigns around. However, much like the pieces themselves, it takes a trained eye to devour the atmosphere, colours and styling and recognise the class behind them. Here is a little look at some of their campaigns from the past 15 years:


The A.P.C. spring summer campaign from 1996 shot by highly acclaimed photographer and director Ellen von Unwerth, acclaimed for bringing Claudia Schiffer to our attention.

Shot by one of my favourite photographers, Constant Anée, this is the campaign for the autumn winter collection in 2003.
He's worked with everybody from Calvin Klein to Ralph Lauren, but this is shot by Bruce Weber for the autumn winter collection in 2008 featuring Gia Coppola completely captures the spirit of the brand.

Like many before him, and many to come, Terry Richardson is a photographer who has never been far from contraversy, but this doesn't detract from the fact that he has something in his photographs that very few others can represent. This shot is taken from the summer campaign in 2004.
This collection was shot by Valérie Sadoun for the 2008 winter collection. The framing and colours just encapsulate something about continental cinema, like stills from a revitalised Vivre sa Vie. It shares the romanticism of some of the A.P.C.'s winter pieces.
If you ever scan the pages of i-D magazine you're likely to be familiar with Pierre Bailly's work. Here he shoots beautiful French actress and model Lou Doillon for the 2005 winter campaign. The photograph on the left, again featuring Lou Doillon five years earlier is shot by the unmissable Takashi Homma. It's reminds me of photographs of Kathleen Hanna.
I just love this campaign. Its from 1992 and it captures the raw femininity of the brand. Its everything A.P.C. should be about. The gold skirt is a little Spice Girls for my liking, perhaps symptomatic of the times, but I guess we can forgive them this time.

Summer kit

Here, we have selected a few bits that we feel are absolutely essential when out and about this summer, all available in our online store.



Ally Capellino Dean rucksack - perfect for stowing away towels, packed lunches or a cheeky bottle of something this summer when heading out to the beach, park or inevitable roadtrips.



Our Legacy short sleeve shirt in soft Italian fabric and constructed in Portugal. Slim fit but nice and breathable for the warm summer days.



Han Timeless black frame glasses produced and painted by hand in the home of great design; Denmark!



Our Legacy Blueberry shorts - crafted in Portugal and fall just above the knee. Spot on.



A.P.C. stripe cotton sweater is just so typical of the brand and constructed from soft Italian cotton yarn to maintain a lightweight breathable sweater. Chuck it in your bag or over your shoulders when it gets a little chilly.



Mark McNairy camel Gibson is a benchmade shoe from the Sanders factory with the McNairy trademark redbrick sole. Perfect shoe for the summer.

Han Kjobenvahn

So, Han are our latest addition to the store and we present a petit collection of the finest 1950s-inspired Danish eyeglasses. The label was launched in 2008 and has always stood to represent everything we understand about Danish design. The whole focus of their products is around simplicity and craft. All of their spectacles draw from classic silhouettes and each pair of frames is hand-made and hand-painted in Denmark to create timeless items. Everything down to concertina brochure is beautifully designed and crafted. Although still confined to a certain sartorial niche, they offer a great alternative to the specs which will fill the pockets of all your peers. Even Kanye West wears them.

The brand's mission is simple: to produce classic products that give hand-made luxury products at affordable prices. The hand-painted frames finishes that vintage East-Coast look. The boxes they come in are every bit as spectacular and even the little concertina catalogue is beautifully designed, pitching each model from the current collection like a 1950s Lonely Hearts entry.